Medial Figures

Steve Jobs uses various short slogans that are usually displayed on the screen and accompanied with a icon or picture. He pronounces them when they appear on the screen, yet he puts them into a whole sentence, which creates a smooth impression. Sometimes these slogans also form the theme and/or summary of a section.
Thus, these slogans are more than just a phrase, they are used in synchronization with structure and visual elements. They require a combination of preparation, performance, and media synchronization (voice and visual). Their effect is to generate a catchy impression, raise retention, and provide a central message. Due to their complexity and multi-functionality, they seem to be the medial counterpart to figures of speech. Thus, the term “medial figures”, whereas figures of speech “only” use verbal and para-verbal effects, medial figures work only in combination with multimedia elements the presenter uses.

Here is the list of the major slogans (in order of appearance in the iPhone keynote):

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